Shirley Aquatics, a long-established aquatics retailer now run by the Cook family, has been shortlisted in the Best Family Business category at the 2026 National Entrepreneur Awards. The nomination recognises a company whose roots reach back to 1939 and which has been in the Cook family for more than 45 years.
From Stratford Road to Becketts Farm — continuity and place
The business originally traded on Stratford Road in Shirley before moving to Becketts Farm in 2016, a relocation that placed it just inside Worcestershire while retaining strong ties to Birmingham and surrounding communities. The move involved transforming what had been little more than a barn into the firm’s current premises.
Management remains firmly family centred. Richard Cook is managing director; his father John — who is now 80 — continues to come into work daily. Other family members are involved in sales and online operations: Richard’s brother Ben works in sales, sister Natalie manages online sales, and the next generation is contributing with Richard’s daughter Gracie helping in the summer and his son Jake producing social media video edits.
“Whenever I tell someone where I work, the reply usually starts with, ‘My dad used to take me there when I was a kid to see the shark,’”
The firm’s public identity is partly shaped by its role as a local destination. Richard Cook told reporters that many customers recall visiting as children and now bring their own families. He said the business has sometimes been dubbed the “free Sea Life Centre”, an affectionate label that also presents commercial challenges for a retail operation.
What the award shortlisting means — and what it does not
Being shortlisted for a national entrepreneurial prize can boost a small business’s profile, potentially increasing footfall and online enquiry. For family-run retailers such recognition may also underscore the value of continuity in leadership and local brand equity. That said, the nomination alone does not guarantee increased sales, higher wages or new jobs — those outcomes depend on management decisions and market demand.
Family firms like Shirley Aquatics often contribute to local employment and the circulation of spent income within a region. The company’s long tenure and multi‑generational staffing model point to a stable source of jobs and know‑how, particularly in specialist retail sectors such as aquatics and reptile supplies. While the business says parents who visited as children now bring their offspring, no sales or employment figures have been published in connection with the award shortlisting.
Broader context: family businesses and regional retail
Specialist high‑street and destination retailers face a mixture of opportunities and pressures: online competition, rising operating costs and the need to invest in digital marketing and experiences that draw families through the door. Shirley Aquatics appears to be investing in the latter through social media content created by family members, an increasingly common tactic for small retailers to reach younger consumers without large advertising budgets.
The Cook family’s stewardship also illustrates the succession challenge and advantage for family enterprises. With three generations involved — the 80‑year‑old patriarch, his children in senior roles and grandchildren contributing — the business exhibits intergenerational transfer of expertise while avoiding some of the disruption that can follow from ownership change.
- Established: 1939 (business lineage)
- Family ownership: More than 45 years under the Cook family
- Relocated: 2016 to Becketts Farm
- 2026: Shortlisted for National Entrepreneur Awards, Best Family Business
| Year / Fact | Detail |
|---|---|
| 1939 | Business origins |
| c. 1970s–1980s | Cook family ownership begins (more than 45 years) |
| 2016 | Relocated to Becketts Farm |
| 2026 | Finalist — National Entrepreneur Awards (Best Family Business) |
Shirley Aquatics’ shortlisting highlights the role small, specialist family businesses play in community life and regional economies. Whether the accolade translates into measurable gains for wages, prices or employment will depend on the firm’s ability to convert increased recognition into sustained commercial performance.
